Download - Social Media Strategy

Social Media Strategy

Justin KistnerSr. Manager Social Media MarketingWebtrends

What is social media?


• Social networks• Blogs• Wikis• Forums• Micromedia• Social indexing• Commenting• Media sharing sites

• Sites with social features

• Print• Radio• TV• Online content

without social features

MAYBE NOYES


• In the future, we won’t call it social media—We’ll just call it communication.


“We don’t really think of social media as a marketing channel; that would be kind of like asking about ROI on answering phones.”

Why do businesses care?


• Reputation


• Reputation• Customer Service


• Reputation• Customer Service• Marketing


• Reputation• Customer Service• Marketing• Collaboration

What are the challenges?


• Unsure of what investment to make and how to measure ROI


• Unsure of what investment to make and how to measure ROI• Lack of experience


• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks


• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks• Lack of staff


• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks• Lack of staff• Inability to specify infrastructure


• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks• Lack of staff• Inability to specify infrastructure• Inability to train staff


• Unsure of what investment to make and how to measure ROI• Lack of experience• Lack of benchmarks• Lack of staff• Inability to specify infrastructure• Inability to train staff• No business processes

Resource considerations


“…the social media space is starting to look like just about every other industry that starts to get mainstream. Social media is often the premise built on 1:1 relationships, and even with technology, that clearly doesn’t scale…”

Jeremiah OwyangFormer Forrester AnalystSocial Media


• Top social media personalities are using virtual assistants– To do their Facebook and Twitter follows and replies.– To review emails, sort them, and sometimes responds on their behalf.


• Top social media personalities are using virtual assistants– To do their Facebook and Twitter follows and replies.– To review emails, sort them, and sometimes responds on their behalf.

• They’re also using ghost writers– Social media book authors outsource their content to ghost writers. It’s

the headlining author’s name that drives book sales, in many cases they don’t actually write the content.

– Many of the top celebrities or top social media names don’t even write their own blog posts and tweets, they outsource it to others.


• You’ll need staff


• Technology


• Business Processes

Top 100 brands

Top 100 brands

• 11 channels• 6 people

Top 100 brands

• 11 channels– 35 Twitter accounts

• 22+ people

Top 100 brands

• 10 channels– 6 yr. old community with

1.7 MM users

• 35 people

Top 100 brands

• 9+ channels• 1,400+ people

Top 100 brands

• Activity x Channels = Engagement

Top 100 brands

1. Mavens– High activity, many channels

2. Butterflies– Low activity, many channels

3. Selectives– High activity, few channels

4. Wallflowers– Low activity, few channels

Top 100 brands

Scaled up social media programs correlates to financial performance

Some strategies

Some strategies

• Reputation management– Listen for your brand and respond

Some strategies


• Rebreaking news– Curate news to build rep as a resource

Some strategies



• Attention attachment– Look for hooks in popular news, identify trends, etc.

Some strategies



• Attention attachment– Look for hooks in popular news, identify trends, etc.

• Thought leadership– Once you’ve built your popularity, you’re ready to lead conversation

Hot tips

Hot tips

• Social indexing power accounts

Hot tips

• Social indexing power accounts• Attend events to build online engagement

Hot tips

• Social indexing power accounts• Attend events to build online engagement• Get people with more status than you to say your name and

good things about you

Hot tips


good things about you– Interviews

Hot tips


good things about you– Interviews

• Get on Twitter!!!!!!!1

The real opportunity


• We’re connecting faster than we can mature


• Develop your social skills

Questions?

Justin Kistner@justinkistner on Twitterhttp://blogs.webtrends.com/